Opis

An introduction to next-generation web technologies This is a comprehensive, candid introduction to Web 2.0 for every executive, strategist, technical professional, and marketer who needs to understand its implications. The authors illuminate the technologies that make Web 2.0 concepts accessible and systematically identify the business and technical best practices needed to make the most of it. You'll gain a clear understanding of what's really new about Web 2.0 and what isn't. Most important, you'll learn how Web 2.0 can help you enhance collaboration, decision-making, productivity, innovation, and your key enterprise initiatives. The authors cut through the hype that surrounds Web 2.0 and help you identify the specific innovations most likely to deliver value in your organization. Along the way, they help you assess, plan for, and profit from user-generated content, Rich Internet Applications (RIA), social networking, semantic web, content aggregation, cloud computing, the Mobile Web, and much more. This is the only book on Web 2.0 that: *Covers Web 2.0 from the perspective of every participant and stakeholder, from consumers to product managers to technical professionals *Provides a view of both the underlying technologies and the potential applications to bring you up to speed and spark creative ideas about how to apply Web 2.; 0 *Introduces Web 2.0 business applications that work, as demonstrated by actual Cisco(R) case studies *Offers detailed, expert insights into the technical infrastructure and development practices raised by Web 2.0 *Previews tomorrow's emerging innovations--including "Web 3.0," the Semantic Web *Provides up-to-date references, links, and pointers for exploring Web 2.0 first-hand Krishna Sankar, Distinguished Engineer in the Software Group at Cisco, currently focuses on highly scalable Web architectures and frameworks, social and knowledge graphs, collaborative social networks, and intelligent inferences. Susan A. Bouchard is a senior manager with US-Canada Sales Planning and Operations at Cisco. She focuses on Web 2.0 technology as part of the US-Canada collaboration initiative. *Understand Web 2.0's foundational concepts and component technologies *Discover today's best business and technical practices for profiting from Web 2.0 and Rich Internet Applications (RIA) *Leverage cloud computing, social networking, and user-generated content *Understand the infrastructure scalability and development practices that must be address-ed for Web 2.0 to work *Gain insight into how Web 2.0 technologies are deployed inside Cisco and their business value to employees, partners, and customers This book is part of the Cisco Press(R) Fundamentals Series.; Books in this series introduce networking professionals to new networking technologies, covering network topologies, example deployment concepts, protocols, and management techniques. Category: General Networking Covers: Web 2.0 $40.00 USA / $48.00 CANIntroduction xviii Chapter 1 An Introduction to Web 2.0 3 What Exactly Is This Web 2.0 and Why Should We Care About It? 3 Social Aspects of Web 2.0 5 Business Aspects of Web 2.0 6 Web 2.0 Versions and Generations 11 Web 2.0 CE Versus EE 14 Challenges to Web 2.0 EE Adoption 16 Characteristics and Memes of Web 2.0 16 User-Generated Content 18 Rich Internet Applications (RIA) 18 Social Networks 19 Cloud Computing 19 Web-Centric Development and Architectural Models 19 Data 21 Mashups 22 Scale Free and Long Tail 23 Mobility 24 Web 2.0 at Cisco 24 Web 2.0--Centric Products from Cisco 25 How Cisco Is Leveraging Web 2.0 Internally 27 Chapter 2 User-Generated Content: Wikis, Blogs, Communities, Collaboration, and Collaborative Technologies 33 Evolution of User-Generated Content (UGC) 35 Personal Webpages 35 Blogs 37 Wikis 46 Bookmarking and Folksonomies 54 Photos and Videos 60 Communities 63 Collaboration 65 Collaborative Technologies 65 Cisco TelePresence 65 WebEx 67 Unified Communications 69 Chapter 3 Rich Internet Applications: Practices, Technologies, and Frameworks 77 What Exactly Is an RIA and Why Do We Care About It? 77 A Techno-Business Tour Through the RIA Land 79 Web 2.0 RIA Technologies, Standards, and Frameworks 84 Ajax 85 HTTP Architectural Constraints 87 OpenAjax 88 Ruby on Rails Framework and Infrastructure 89 Chapter 4 Social Networking 91 State of the Union and Business Value of Social Networks 92 Characteristics of a Social App 94 Social Network Ecosystems and Players 96 Facebook: A Complete Ecosystem 96 Facebook Platform 96 Facebook Applications 98 Facebook Platform and Architecture 99 Weaving a Facebook Application 103 LinkedIn: The Corporate Hangout for Jobs and Connections 104 MySpace: The Teen Social Network Site 105 Friendster: Where It All Began 106 Ning: A Generic Social Site Hosting Platform 106 Jive: An Enterprise Platform 107 Socialtext: A Hosted Enterprise Collaboration Tool 107 Awareness: An Enterprise Social Media and Web 2.0 Communities Platform 108 Google: Social Network Interoperability Interfaces 108 Microsoft: Enterprise Content Management with Social Network Features 108 IBM: Making Collaboration a Corporate Priority 109 Twitter: In a New Category by Itself--Microblogging 111 Social Networking Standards and Interfaces 113 OpenSocial 114 OpenID 115 OAuth 117 Other Social Networking Standards 117 Challenges in the Social Networking Industry 118 Relevance and Nature 118 Openness and Data Portability 118 Security and Privacy 119 Data Ownership 120 Worldwide Acceptance and Localization 121 Chapter 5 Content Aggregation, Syndication, and Federation via RSS and Atom 125 Business View of Information Distribution 127 RSS 129 RSS 2.0 Information Architecture 131 RSS 2.0 Modules 133 How RSS Works 134 RSS at CISCO 135 Cisco RSS Publishing 136 Cisco RSS Consumption 137 Enterprise RSS Best Practices 137 Atom 139 Atom Information Architecture 140 Chapter 6 Web 2.0 Architecture Case Studies 143 Web 2.0 Infrastructure Architecture: Scale, Concurrency, and Distributability 144 Web 2.0 Infrastructure Architecture Case Studies 145 eBay 146 YouTube 147 Amazon 148 Google 149 Twitter 151 Flickr 152 Technologies for Scalable Architectures 152 Case for MapReduce and Its Cousin Hadoop 154 Scalable Interfaces 155 Web 2.0 Development and Deployment 156 Chapter 7 Tending to Web 3.0: The Semantic Web 161 A Business Definition of the Semantic Web 161 A Business View of the Semantic Web 163 Semantic Web Origins--From Aristotle to W3C 167 Inner Workings of Semantic Web Technologies 168 Resource Description Framework 169 Web Ontology Language 172 SPARQL 175 Enterprise Applications of the Semantic Web 176 Social Media, Education, and the Semantic Web 176 Semantic Web SaaS Platform 177 Semantic Web Support in Databases 178 Other Enterprise Applications 178 Chapter 8 Cloud Computing 181 Cloud Computing and Its Relevance 181 Cloud Computing Eco System 184 Cloud Computing Business Value 188 Cloud Computing Offerings from Major Vendors 190 Amazon 192 Google 195 Microsoft 195 Live Mesh 195 Azure 195 IBM 197 Sun 197 Other Companies 198 Enterprise Adoption of Cloud Computing 198 Chapter 9 Web 2.0 and Mobility 203 Evolution of Mobile Web Technology 204 Generations of Mobile Phone Technology 204 Mobile Devices 206 Voice Recognition and Position Location Technology 211 Developing Applications for Mobile Devices 211 Mobile Web Applications and Websites 213 Mobile Webapps 213 Web Portals and Wireless Application Service Providers 216 Mobile Social Networking 219 Mobile Web at Cisco 222 Cisco.com Mobile 222 Cisco Text Messaging Services 223 Cisco Mobile Intranet Services 224 Cisco Mobile Sales Information Services 226 Cisco's Mobile Web Strategy 227 Chapter 10 Web 2.0 @ Cisco: The Evolution 231 Intranet Strategy Group 235 Blogs 236 Discussion Forums 241 Wikis 245 Connecting People, Information, and Communities 250 Video 255 Communications Center of Excellence (CCoE) 256 Communication and Collaboration Board 261 Cisco 3.0 262 Chapter 11 Cisco's Approach to Sales 2.0 267 Web 2.0 Changes Sales Processes 267 Sales 2.0 268 Cisco Sales Explores Web 2.0 269 Connected Communities 270 Finding Expertise 270 Mobile Sales 2.0 271 Web 2.0 Explorers 272 Mashups 273 Salespedia 274 WebEx Connect Initiative for Sales 275 Sales Innovation via iFeedback 276 U.S.-Canada Sales Theater Initiatives 278 Sales Planning